Myer launches Myer Media Network powered by Myer One loyalty data and Mirakl Ads
On 17 July 2026 Myer launched the Myer Media Network, a retail media business built on its Myer One loyalty program and running on Mirakl Ads, led by former Coles 360 executive Michael Sharlassian.
Where the rake sits
Myer keeps the media revenue paid by advertisers and pays Mirakl a software fee for the ad-tech layer; the rake is owned rather than on loan because Myer holds the loyalty file, the inventory and the buyer-facing sales team via Sharlassian's in-house hire. The Mirakl fee structure is not disclosed in the announcement.
What happened
- Announced 17 July 2026 by Marketing-Interactive; network combines onsite, offsite and CRM advertising products across myer.com.au and Myer stores.
- Powered by Myer One loyalty data; Myer reported A$2.97bn revenue in FY2025 and operates ~57 department stores.
- Mirakl Ads (French SaaS vendor Mirakl, ~750 staff, founded 2011) supplies the ad-serving and auction technology for sponsored product campaigns.
- Launch follows the June 2026 rollout of a Mirakl marketplace that added more than 25,000 products to myer.com.au.
- Michael Sharlassian appointed general manager of retail media, hired from Coles 360; Amanda McVay (CCO, Myer Group) is the executive sponsor.
- No advertiser commitments, pricing terms or revenue split with Mirakl disclosed in the announcement.
Who is involved
Australia's largest department store group; the data owner here, contributing Myer One loyalty first-party customer data as the substrate for the new retail media network.
Revenue A$2.97 billion (FY2025); ~14,000 employees; ASX: MYR
French SaaS marketplace and retail media vendor; supplies Mirakl Ads, the ad-serving/auction technology layer that turns Myer's traffic and loyalty data into sponsored-product placements.
~750 employees; founded 2011; HQ Paris and Boston (Wikipedia)
The reading
The enrichment sits with Myer: the Myer One loyalty file is Myer's, the onsite/offsite/CRM inventory is Myer's, and Mirakl Ads is the SaaS pipe that runs the auction, described by the vendor as a self-service platform where the retailer keeps control over placements and pricing. Hiring a former Coles 360 executive to lead confirms Myer is building the sales house in-house rather than outsourcing it.
The buyer is the brand, and its decision is whether Myer's network earns a share of its retail media budget, and which products to sponsor there. Myer's pitch is Myer One loyalty data across myer.com.au and its department stores, which identifies shoppers a third-party audience cannot reach.
What crosses to advertisers is targeted placements and campaign reporting; the underlying Myer One identity graph does not, and Mirakl receives operational access to run the auction but not ownership of the customer data. The customer relationship stays with Myer.
Not determinable from the announcement, which discloses no revenue split, pricing model or committed advertiser volume.
Why it matters
Myer hired the rake before it built it: bringing in Coles 360's Michael Sharlassian to run the sales house is the decision that keeps this owner-enriched rather than a partner-fronted arrangement where Mirakl or a media agency would face the advertiser. Mirakl is priced as tooling, not a share of the media revenue, which is the right shape for a wrap on Myer One inventory. The exposure is that Sharlassian's playbook is Coles 360's, not Myer's.
The argument this deal tests: The rake is decided before the negotiation begins
Related deals
- Simon Property launches Simon Media Network across 200+ US shopping destinations using first-party visit and commerce data2026-09-01
- The Iconic rebrands and expands retail media business as ICONIC Media2026-07-21
- Circle K relaunches retail media network as Full Circle Media across US, Canada and Europe2026-08-19
- Citi launches Citi Commerce Media, a commerce media platform built on 6.5 billion annual credit-card transactions2026-09-23
Sources
- marketing-interactive.com — primary
- en.wikipedia.org — party background
- marketscreener.com — party background
- en.wikipedia.org — party background
- mirakl.com — party background
Announced 2026-07-17 · Added to the register 2026-07-30